Eightx Talk to a CFO
Founder · Managing Partner

Matt Putra

Vancouver-based founder of Eightx. Former Group CFO at a private equity firm where he was part of roughly $500M in investment activity. Has helped owners exit for multiple eight figures, including The Turmeric Company's acquisition by A.G. Barr and Natural Dog Company's acquisition by Morgan Stanley.

B.Comm Accounting (distinction) Top 5% in Canada, CPA exams CAPM certified Vancouver, BC
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Matt Putra, founder of Eightx

Matt Putra

Founder, Managing Partner

Former PE CFO · $500M+ deployed · eCom exits

About

Looking for the hardest thing that could change a business

Matt Putra is the founder of Eightx. He started his career on a metal-recycling plant floor in Vancouver, running operations across five acres of dangerous machinery and a team of twenty. He ended up there because he was looking for "something really hard that could change the trajectory of a business." That instinct, hard problems with high leverage, has shaped every job he's taken since.

From the recycling plant he moved into a machine shop as controller and quality manager, where he ran an end-to-end ERP implementation and an AS9100C aerospace quality-management-system rollout. From there to an accounting firm doing audit and corporate tax. Then to New Market Funds, a Vancouver private-equity, private-lending, real-estate-development and charity group, as employee number three. By the time he left, the firm had grown to twenty-five people and Matt had been part of roughly $500M in investment activity, ending as Group CFO.

Eightx came out of a gap he kept seeing in his PE work. Brands doing $5M to $150M had outgrown their bookkeeper but couldn't justify a full-time CFO. That gap was costing founders real money in missed margin, bad inventory bets, and growth decisions made on gut feel instead of data. So he built the firm to close it.

Today Matt owns go-to-market and strategy at Eightx and personally runs CFO engagements for the firm's larger clients, plus interim-CFO work for brands without coverage. He has helped owners exit for multiple eight figures, including The Turmeric Company's sale to A.G. Barr in 2025 and Natural Dog Company's sale to Morgan Stanley in 2025. He has helped clients raise multiple Series A's, follow-on A's, Series B prep, seed rounds, and a substantial amount of debt.

He lives in Vancouver with his family. Outside work he plays soccer and coaches soccer. He speaks English and toddler-level French.

“

People think turnarounds are hard. They're not. You get people on the same page, get them agreeing on what the numbers mean, and the turnaround happens. No problem.

Matt Putra

What Matt works on

The five things he can riff on for an hour without notes

These are the topics Matt has spent the past decade building opinions on, mostly through running the numbers for ecommerce, CPG and SaaS brands and watching what actually moves the needle.

Driver-based bottoms-up forecasting

Matt's view is that you can't forecast a business you don't understand. Eightx builds forecasts from the actual operating drivers (customers, orders, AOV, cohort retention, ad spend, freight cost per unit) instead of percentage growth assumptions. It is the firm's signature methodology.

Team alignment around scorecards

Matt's biggest observation across 35+ Eightx clients is that founders don't have a finance problem, they have an alignment problem. Marketing, ops, and finance are pulling on different numbers. He builds the scorecard that gets everyone rowing the same direction.

Cash conversion cycle for ecommerce

The signature topic Matt has been booked on over a dozen podcasts to discuss. Shrinking the gap between when you pay for inventory and when you collect from customers is the single highest-leverage change most DTC brands can make. Matt has the model for it.

Exit prep and M&A readiness

Matt has helped owners exit for multiple eight figures, including Turmeric Company to A.G. Barr and Natural Dog Company to Morgan Stanley. The work starts a year or more before the LOI: cleaning up the financial story, building defensible cohort and contribution data, and rehearsing the negotiation.

AI in finance operations

Matt hosts the Do the Math podcast and is an active user of Anthropic's Claude in his own client work. Eightx is increasingly built around AI-enabled finance: faster forecasts, faster scenario modelling, fewer humans doing rote work.

Turnarounds and the boring stuff

Matt's recent lesson, learned over the past year: the unsexy things make the biggest difference. Cash flow reporting. Boring conversations week in week out. Foundations. That's where the lift comes from, not from any single clever move.

Selected deals and clients

Exits closed and capital raised

Eightx has been the embedded finance team behind some of the bigger DTC, CPG and ecommerce stories of the past few years. A few public ones.

Exit 2025

The Turmeric Company sold to A.G. Barr

UK functional-beverage brand. Eightx supported the finance work on the run-up to the sale to A.G. Barr (FTSE-listed beverage group).

Exit 2025

Natural Dog Company sold to Morgan Stanley

Premium pet-care brand. Eightx supported the finance work through the sale to Morgan Stanley's investment arm.

Named brands

SwimOutlet, Hush Blankets, and more

Past in-house and engaged work spans Fikse Wheels, Little & Lively, Tru Earth, Lusomé, SwimOutlet, Hush Blankets and others.

Capital

Multiple Series A's, B prep, seed and debt

Across Eightx clients, Matt has supported multiple Series A's, follow-on A's, Series B preparation, seed rounds, and substantial debt raises.

Career

Where Matt learned this

Now

Founder & Managing Partner at Eightx

Built Eightx to bring institutional-grade financial operations to brands that had outgrown their bookkeeper but could not justify a full-time CFO. Owns go-to-market and strategy. Runs interim-CFO and larger client engagements personally.

Before Eightx

Group CFO · VP Finance at New Market Funds

Employee number three at a Vancouver-based group spanning private equity, private lending, real estate development, real estate investment, and a charity. By the time Matt left, the team had grown to twenty-five people and the group had been part of roughly $500M in investment activity.

Earlier

Auditor and corporate-tax accountant at a public accounting firm

A year on the firm side. Implemented a new work-tracking system the firm had not used before.

Earlier

Controller and Quality Manager at a machine shop

Dual role. End-to-end implementation of the firm's ERP, plus the AS9100C aerospace quality-management-system rollout. Wrote manuals, ran testing, did root-cause analysis. Got the entire shop floor aligned around the new system.

Started here

Operations Manager at a metal-recycling plant

Five-acre plant. Team of 10 to 20. Shipped ten 40-foot containers of steel a week, millions of pounds a year. Welded equipment himself, solved a lot of problems, and learned what operations looks like at scale on a factory floor.

Hot takes

What Matt thinks the industry gets wrong

Overrated

Contribution margin as a percentage

"Everyone obsesses over contribution margin as a percentage and tries to manage the percentage. It's wrong. Manage the dollars."

Underrated

Contribution dollars and maximum CAC

"Contribution margin dollars and your maximum acceptable CAC are what actually grow a business faster. Track those, push harder on ads, and the percentage takes care of itself."

Worst advice he ever followed

"Buy an ecommerce company and do a roll-up"

"Did not go very well. It's part of why I'm now careful with anyone who pitches roll-up economics as easy."

Media & speaking

Featured on 17+ podcasts and counting

A selection of where Matt has been a guest. The recurring topics are cash conversion cycle, scorecards, contribution dollars, inventory financing, and what AI is doing to the CFO role.

Deep Wealth #252

Fractional CFO Maverick: Grow Profits and Enterprise Value

2X eCommerce #468

Scorecards: The Key to Accountability and High-Performing eCommerce Teams

Chew On This

Avoiding the Complexity Tax

Quiet Light

Top 3 Recommendations to Improve Cash Flow and Value

CFO Weekly #155

E-commerce Cash Flow Masterclass

The Unofficial Shopify Podcast #501

Cashflow Tips from an Ecom CFO

Commerce Untold #178

Stop Losing Cash from Unsold Inventory

Ecommerce Wizards

Why Shortening the Cash Conversion Cycle is Crucial

Ecomm Breakthrough

Best Inventory Management Hack for Amazon Sellers

That's Delivered #107

Build Profits, Manage Cash Gaps, and Scale with Confidence

DealQuest

Preparation in Business Deals

PayPod

More Cash, Less Stress with Matt Putra of Eightx

The Deal Scout

The Stress-Per-Dollar of Online Sales

THINK Business LIVE

Matt Putra, CEO of Eightx

The Seller's Edge #29

Dashboards Are Dead

Written & quoted in

Bylines and expert commentary in ecommerce and finance publications.

CFO Drive

Build the Scorecard Before You Build the Board Pack

eCommerce Manager

ABC Inventory Analysis: Complete Guide and Strategies

Financial Tech Times

17 Effective Strategies for Managing Accounts Receivable

Founder Reports

How Top Financial Professionals Deliver More Client Value Without Burning Out

Speaking engagements

  • eCom North · Toronto, ON (2024)
  • Workspace 6 · New York, NY (Jun 2024 & Apr 2025)
  • Blue Ribbon Mastermind with Ezra Firestone · Los Angeles, CA (2023)
  • BNI · San Francisco, CA (2025)
  • Design Week Portland · Portland, OR (2022)

Hosts a podcast

Matt hosts Do the Math, his own show on the practical financial questions ecommerce founders are actually asking right now.

YouTube · Apple Podcasts

Education & credentials

The qualifications behind the work

The team Matt built

Eightx leadership

Sam Dillon

Sam Dillon

Managing Partner, APAC

Melbourne-based Chartered Accountant. Leads Eightx's Asia Pacific fractional-CFO practice for $5M to $50M ecommerce brands.
Leandro D'Elia

Leandro D'Elia

Senior Partner & CFO

Argentina-based turnaround CFO. Took a pet brand from a $60K monthly loss to a $50K monthly profit in two months. Ex-YPF and ex-Galileo Technologies (IPO prep).
11+

The full Eightx team

11 finance specialists across NA, EU, APAC

Advisory CFOs, Jr CFOs, financial analysts, senior accountants. Built to ship institutional-grade finance work without a $300K salary line item.

Outside work

Soccer, family, toddler French

When Matt isn't on a client call or recording the Do the Math podcast, he's playing soccer or coaching soccer. He speaks English and toddler-level French. He has lived in Vancouver for forty years.

Work with Matt

Ready for a CFO who has done
eight-figure exits?

If you are a $5M to $150M ecommerce, CPG or SaaS brand and you want Matt on your team, book a 30-minute call.

Talk to Matt

30-min call · We'll find at least one profit leak · For brands doing $5M to $150M